Gua Gua Xing Qiu Brand Identity by Sxdesign |
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| DESIGN NAME: Gua Gua Xing Qiu PRIMARY FUNCTION: Brand Identity INSPIRATION: To solve Chinese lottery industry's difficulties in attracting youngsters, by studying language habits and social preferences of people, project creates a new brand for China welfare lottery's instant ticket promotion activities. The design deconstructs the excitement of seeking changes in dull life, which is the source of lottery's fun. With the visual system, designers build a world of fun and surprises for young players, and make scratching lotteries a new social currency for them. UNIQUE PROPERTIES / PROJECT DESCRIPTION: While ensuring readability, by reducing strokes and changing the structure appropriately, the wordmark gives people an unfamiliar sense of amazement and fun after they recognize Chinese characters and look further. The patterns follow the geometric design language of logo and expresses the appearance of scratching area of lottery abstractly. The whole visual system together portrays a scratch-off world that radiates fun and surprises that people are looking forward to exploring and unveiling. OPERATION / FLOW / INTERACTION: The brand "Gua Gua Xing Qiu (Scratch-off Planet)" will mainly serve as offline activity zone, hosting the welfare lottery's offline activities and centralizing the focus of them. In designers' visions, the new brand may build a group of young lottery players who regard scratching lottery as a new social trend, which is adapted to the context of contemporary Chinese Internet culture, and make scratching lottery tickets a topic of young culture. PROJECT DURATION AND LOCATION: The project started in March 2023 in Beijing and finished in October 2023 in Beijing. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: GuaGuaXingQiu's minimalist and recognizable design conveys youthful vitality and fun. The materials are produced using sustainable materials to ensure that every entity of the brand is environmentally friendly. The precise execution of high-quality printing techniques on recyclable substrates reflects the brand's commitment to environmental responsibility and the eco-friendly and philanthropic attributes of the welfare lottery industry. SPECIFICATIONS / TECHNICAL PROPERTIES: The minimum recommended size of the logo is 12 mm for physical printing and 100 px for digital display, and in addition, the design contains detailed requirements for the safe area of the logo and the combination of the individual elements. TAGS: Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline RESEARCH ABSTRACT: Through data analysis, researchers found that today's Chinese lottery players pay more attention to fun and socializing when purchasing lottery tickets than winning. As a result, a plan was developed to give the lottery a new label by creating a new brand with a fun, youthful theme. Further, the research found that the fun of buying lottery tickets comes from the excitement of chasing change, which became the core concept that ties the whole design together. CHALLENGE: For a long time, the strategy of China's lottery promotional activities has been centered on prize-winning and public welfare. It was a big challenge for the designer to change the client's strategy to focus on fun through practical and reliable data analysis and comprehensive design. It was also a challenge to convey the concept accurately, appeal to young people and avoid under-ageing (minors are not allowed to buy lottery tickets in China). ADDED DATE: 2023-11-25 16:43:19 TEAM MEMBERS (12) : Xiao Xiao, Pan Li, Huang Hao, Chen Xu, Dr. Zhang Rong, Wu Fangbo, Hao Qian, Zhou Qian, Tian Jianing, Lin Hongnan, Liu Beibei and Ai Yangyu IMAGE CREDITS: Sxdesign, 2023. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Guangxi Welfare Lottery Issue Center PROFILE: Guangxi Welfare Lottery Distribution Center is an institution under Guangxi Department of Civil Affairs, with the main function of organizing the sales of China Welfare Lottery within the jurisdiction in accordance with the relevant provisions of China's Lottery Administration Regulations and lottery games and rules approved by the Ministry of Finance. Guangxi Welfare Lottery aims to mobilize public welfare funds and help social welfare undertakings. Adhering to the welfare lottery issuance principle of "helping elders, assisting disabilities, rescuing orphans and helping the needy", the Lottery subsidizes projects involving elderly care, child welfare, relief services, protection of persons with disabilities, social welfare projects and other aspects. |
| AWARD DETAILS | |
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Gua Gua Xing Qiu Brand Identity by Sxdesign is Winner in Graphics, Illustration and Visual Communication Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Sxdesign. · Click here to register inorder to view the profile and other works by Sxdesign. |
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